ARTF for Trading Desks

This page describes how trading desks, whether within agencies or independent, can use the Agentic RTB Framework (ARTF) to implement and control desk-level strategies.

graph LR Desk[Trading desk] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Media[Media and data owners]

1. Desk-level strategies across advertisers

Trading desks often operate strategies that span multiple campaigns and, in some cases, multiple advertisers. ARTF allows these strategies to be expressed as ARTF Bidding Agents that run inside host platforms, so that:

  • Desk-level logic can be evaluated close to the impression.
  • The same agent can be used across several supply sources, subject to host policies and client agreements.

2. Consistency across hosts

When hosts support ARTF, a trading desk can deploy the same ARTF Bidding Agent image to multiple SSPs, exchanges, or DSPs. This can:

  • Improve consistency in how desk-level rules are applied.
  • Reduce the need for separate, host-specific implementations of the same strategy.

3. Alignment with advertisers and agencies

ARTF does not change who owns budgets or contracts. For trading desks, it provides a more precise way to:

  • Align execution with the policies set by advertisers and agencies, using configuration and governance outside the agent.
  • Demonstrate how desk-level logic is applied within host platforms, using logs and monitoring provided by hosts.

4. Readiness considerations for trading desks

Before adopting ARTF, trading desks should consider:

  • Governance. How desk-level strategies are reviewed, approved by clients, and mapped into ARTF Bidding Agents.
  • Performance and latency. Ensuring that agents meet host time budgets across different environments.
  • Deployment processes. How agents are rolled out, updated, and rolled back across multiple hosts.

With these elements in place, trading desks can use ARTF to implement their strategies in a controlled, auditable way, while respecting the distinct roles of advertisers, agencies, and platforms.